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Huawei is using the standard mobile phone playbook: They have a lot of carriers pushing their phones. They spend a lot on TV marketing. They opened flagship stores in big malls. They got celebrities such as Scarlett Johansson to promote their phones.

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Not saying they don't spend big money in advertising. They certainly do, like any other premium brand. However their marketing campaigns alone are nothing extraordinary either. US governments accusation certainly helped - good advertising makes people intrigued, just look at the nationalist comments under Huawei related HN posts and try to read from a non-US POV. Not hard to come to a state that you wonder what the hack is truely going on and what really makes American feel so insecure. There must be something superior in the accused that triggered the action. This is happening as a trend, not just in Huaweis case, but in many topics related to China.

>However their marketing campaigns alone are nothing extraordinary either.

During last holidays almost every single commercial break in Polish TV had Huawei ad.

Thank for the info. Though not the case where I live (China) and where I often travelled (east Asia and ASEAN countries). However Huawei indeed put their best effort in marketing in Europe.

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